Understanding organization environmental sustainability messages on social media and testing the communication effectiveness

Show simple item record

dc.contributor Khang, Hyoungkoo
dc.contributor Billings, Andrew C.
dc.contributor Kinney, Lance T.
dc.contributor Leeper, James D.
dc.contributor.advisor Ki, Eyun-Jung
dc.contributor.author Shin, Sumin
dc.contributor.other University of Alabama Tuscaloosa
dc.date.accessioned 2018-06-04T14:57:54Z
dc.date.available 2018-06-04T14:57:54Z
dc.date.issued 2017
dc.identifier.other u0015_0000001_0002883
dc.identifier.other Shin_alatus_0004D_13271
dc.identifier.uri http://ir.ua.edu/handle/123456789/3559
dc.description Electronic Thesis or Dissertation en_US
dc.description.abstract Organizations have communicated about their environmental protection activities with publics via various media channels. As social media have become popular in the past decade, organizations have begun to communicate about environmental issues using these channels. This dissertation aims to understand the current nature of organizations’ sustainability messages on social media and to test the effects of the messages on audiences’ attitude, belief, and behavioral intention. To achieve the purposes of the study, three series of studies were conducted. Study 1 analyzed the green message content of for-profit and nonprofit organizations on a popular social media platform, Twitter. Study 2 used attribution theory to examine how the substantiation and specificity of green messages influence receivers’ attribution and attributional processes. Using a scenario of green messages on Twitter and Facebook, Study 3 investigated the effects of message substantiation and specificity on affective and cognitive responses (attitudes toward message and organization, credibility of both the message and organization, and perceived organizational green image) and the effects of the affective and cognitive responses on green behavioral intentions (intention to engage in the green campaign and intention to purchase the organization’s green product) and social media reaction intentions toward the green message (like, share, and comment intention). The results showed that associative and vague messages were more prevalent than substantive and specific messages on Twitter. In particular, for-profits’ messages tended to be substantive and specific, while nonprofits’ messages were generally associative and vague. For for-profit organizations, messages about environmental facts led to more likes, shares, and comments than other green message orientations. Furthermore, a specific message increased perceived intrinsic motivation and decreased perceived extrinsic motivation of the organizational environmental communication. The perceived intrinsic motivation was positively and the perceived extrinsic motivation was negatively associated with message attitude, organization attitude, message credibility, organization credibility, and green image. The results of this study attest that substantive and specific messages positively drove the affective and cognitive responses which positively predicted green behavioral intentions and social media reaction intentions. en_US
dc.format.extent 158 p.
dc.format.medium electronic
dc.format.mimetype application/pdf
dc.language English
dc.language.iso en_US
dc.publisher University of Alabama Libraries
dc.relation.ispartof The University of Alabama Electronic Theses and Dissertations
dc.relation.ispartof The University of Alabama Libraries Digital Collections
dc.relation.hasversion born digital
dc.rights All rights reserved by the author unless otherwise indicated. en_US
dc.subject Communication
dc.subject Mass communication
dc.subject Web studies
dc.title Understanding organization environmental sustainability messages on social media and testing the communication effectiveness en_US
dc.type thesis
dc.type text
etdms.degree.department University of Alabama. College of Communication and Information Sciences
etdms.degree.discipline Communication & Information Sciences
etdms.degree.grantor The University of Alabama
etdms.degree.level doctoral
etdms.degree.name Ph.D.

Files in this item

This item appears in the following Collection(s)

Show simple item record

Search DSpace


My Account